> no logo is recognizable when it's first designed
I am surrounded by logos anyone with even the most a tenuous grasp of written language would be able to interpret correctly in less than 5 seconds. IBM, Dell, Microsoft, Philips, HP (the current one), iG (the company I work for). The ones that would require more work would be the Microsoft flag, Apple's bitten apple (which is obviously an apple) and Ubuntu's circle of friends. I understand your point of continuously using the logo in order to build context, but this one is not like Cisco's bridge - it's a very generic set of four parallel lines. When someone tells you it's HP's logo, you say "ah! of course!" but, until then, people will scratch their heads for a while.
Maybe you're right, but to be fair those names you mentioned all use logotypes and this design is bordering on just a logo- it's much less of a logotype.
I am surrounded by logos anyone with even the most a tenuous grasp of written language would be able to interpret correctly in less than 5 seconds. IBM, Dell, Microsoft, Philips, HP (the current one), iG (the company I work for). The ones that would require more work would be the Microsoft flag, Apple's bitten apple (which is obviously an apple) and Ubuntu's circle of friends. I understand your point of continuously using the logo in order to build context, but this one is not like Cisco's bridge - it's a very generic set of four parallel lines. When someone tells you it's HP's logo, you say "ah! of course!" but, until then, people will scratch their heads for a while.